Reviewing the Mobile ad landscape and the future of programmatic advertising
Simon Swan's Digital Marketing Essentials interview with Luke Jonas of Hatch London
I caught up with Luke Jonas a specialist in programmatic advertising and performance marketing. He previously worked at mobile advertising technology platform and is a co-founder of Hatch London, an agency that help businesses build and upskill their digital performance marketing teams.
Luke has a wealth of experience across the digital sphere working for start-ups as well as for leading affiliate networks, and discussed with me how the rapid change in the mobile landscape the changing technologies, and the rise in programmatic advertising and the changes in advertisers looking to take media buying in-house.
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Q1. You’ve worked in the mobile advertising space, can you let us know your thoughts on the opportunities in the…
5 steps to harness technology and creativity using programmatic advertising to maximize its potential
To reach the modern consumer, companies must embrace ideas such as:
Programmatic advertising
Advertising for multiple screens
Personalization
Consumers today have become increasingly adept at ignoring advertising they feel is no longer a utility, but an irritation. While the always-on phenomenon has become a popular buzz-phrase, in reality the cognitive load placed on consumers as a result of the on demand economy has been significant. Not only are consumers filtering out irrelevant advertising, but poor ad placements are also harming brands and their reputations. According to this Online Personal Experience study conducted by Janrain, nearly 3/4 of U.S. consumers report feeling annoyed when they see adverts and content that does not match their needs or interests. Econsultancy has also reported that over half of UK internet users have a desire for more relevant ads.
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Case studies and best practices for producing truly outstanding content
With the ongoing rise in content marketing, smarter search engines and increased competition within the earned media space, what does it take to really stand out and gain attention?
As we start the New Year, now is as good a time as any to aim for a new set of higher standards for the content we’ll be producing in 2016 and onwards.
Recently, Rand Fishkin produced an excellent Whiteboard Friday explaining why the creation of ‘reasonably good, unique content’ must die:
Rand’s main point was that the days of producing reasonably good, useful, unique content is no longer an acceptable level of quality for those aiming to compete by ranking highly and generate interest in search. Instead, we must set our sights much higher:
Source:…
It's easy to ignore banner ads. Here is how to make yours stand out and increase clickthrough rates
Online ads have become an inseparable part of our internet life. An average person is exposed to more than 1700 online ads every month and 77 percent are left unseen, resulting in low ad CTRs even if a click isn't essential to making an online ad effective. Some ads are too stuffed with information and visuals, others don’t seem to be relevant to you and some just lead to thoughts like “what is this ad even about?”
To maximize the effectiveness of your ads and avoid falling into one of those categories, there are a few things that you need to keep in mind when creating your ads.
Evoke curiosity
Humans are very curious species. It’s natural for us…
Panda Integrated into Googles' Core Ranking Algorithm
Importance [rating=4] (Webmasters & SEO Consultants)
Recommended Source: 7 Steps to Successful SEO Guide.
Update 20th of Jan 2016: Another major set of ranking changes over the weekend (16th-17th of Jan) led some to think Google were updating Penguin, but Google was quick to clarify that it was actually further updates to the core algorithm rather than a Penguin update. It seems mostly likely these ranking fluctuations were just further side effects from Google baking Panda into it's core algorithm the weekend before.
@AdilAdilrehman core algorithm. Not penguin
— Gary Illyes (@methode) January 18, 2016
Over the weekend (8-10 January 2016) there were mutterings of changes to the Google Algorithm, with a new Penguin update being deemed the most likely candidate.
However, earlier this morning (12th January 2016) news started to trickle out, that the speculated Penguin Update was not the…
How and why you should get started with Instagram advertising
Did you know that since September any business could buy and place adverts on Instagram? Better still, they could do this easily using Facebook's existing Ad tools with no new system to learn! Sounds good, right? But what does this tell us about Instagram?
The significance of this news wasn't lost on me at the time Instagram rolled out ads to every advertiser, yet even to this day it seems to have been largely glossed-over by mainstream social media news sources. Even Instagram's own announcement back in September was sketchy on exactly what businesses could do, let alone how they could do it. Since then Instagram have continued to release new features for advertisers but still few are aware of the possibilities or how easy it is to have a dabble. But most importantly, there's little real understanding of why businesses might now consider advertising on Instagram.
I've unpacked the key points, the different ad types, plus a brief…
A must-read for anyone responsible for SEO or Content Marketing
Importance: [rating=5] For all Webmasters, SEO Consultants, Content Producers and Web Designers
Recommended link: Google's new Search Quality Rating Guideline
Yesterday (November 19th 2015), we saw the release of an updated ‘full’ 160(!) page version of the Search Quality Rating Guidelines. Here's a sample:
With the adoption of Mobile Devices influencing the search landscape more and more, Google have decided to update its guidelines for Search Quality Raters.
This is big news since Google used to previously to keep these 'behind closed doors', but occasionally one would escape into the wild and be dissected. Back in 2013 Google published an abridged version as they looked to “provide transparency on how Google works” after previous leaks of the document in 2008, 2011 and 2012, then in 2014. However, as the use of…
Research showcasing best practice to improve your influencer marketing campaigns
Influencer marketing has become such a popular search term, that Google classifies the keyword as a "breakout", meaning it has experienced search growth of more than 5000%.
While we know that influencer marketing has become a popular digital media channel, what can we learn from influencer marketing campaigns that have already been run? We thought we would find out by analysing over 100 influencer campaigns and then share the results. The campaigns spanned global geographies and were sampled out of different industries - from FMCG to travel to fashion and motoring.
Read further to find out the highlights of the results, showcasing where and why influencer campaigns are popular, some best practice to get you started or improve current projects and how technology is improving the way we execute campaigns.
This infographic will help anyone who's eager to implement an influencer marketing campaign of their own.
…
Importance: [rating=4] For Ecommerce businesses / retailers
Recommended link: Adwords Shopping Campaigns available on YouTube
Originally announced in May 2015, Google have finally moved 'TrueView for Shopping' out of Beta and have also introduced Shopping Ads on Youtube, which is available to all online advertisers through AdWords. This is a great opportunity for retailers to gain awareness and clickthroughs beyond the Google Shopping ads that have proved so popular in Google Search.
This is supported by research about the new format showed that 57% of the 708 campaigns studied, saw an increase in consideration, with 24% seeing a lift in favorability, whilst 35% of the campaigns saw an increase in purchase intent.
What is TrueView for Shopping?
In short, it allows you to showcase your own products, which have been pulled from the Google Merchant Centre, onto your own videos. Simple as that.
It uses a card system with users clicking…
Local SEO is key for small businesses, these tips will help you optimize it
Local SEO or Search Engine Optimization can pave the way for smaller online businesses to grow at the expense of their larger competitors. An effective SEO strategy helps online businesses to create a strong online presence that keeps the profit pouring in. Even if a website has an appealing design, attention-grabbing titles, and offer quality products or services, it cannot remain afloat for long without an effective SEO strategy.
SEO is invaluable for online businesses to boost their online presence, attract maximum number of visitors, and accomplish sales levels that go right through the roof.
Here we will reveal 10 local SEO tips that every entrepreneur should follow in 2015 to take their online business to the next level.
1. Comply with Google Pigeon
Google Pigeon is a local search engine…
